For nearly a decade now, Philippine delegates to the Cannes Lions have competed in the Young Creatives. In 2010, the same year that the Cannes Lions is to accept two tandem teams to the competition, it also opens the Cannes Lions Young Marketers competition. Count the Philippines in!
Approached by Pepito Olarte, Philippine Daily Inquirer (PDI) group sales director, the Philippine Association of National Advertisers (PANA) has accepted the challenge of fielding the country’s finest Young Marketers. The PDI is the Philippines’ representative body to the Cannes Lions.
According to Margot Torres, PANA president and McDonald’s VP for marketing, PANA will hold its first Brand Camp through which the pioneer Cannes Lions Young Marketers will emerge. The association invited representatives from PANA members, from which only ten pairs will be selected to compete in Brand Camp.
Todate, only one slot remains as teams from Bayan, Jollibee, Johnson & Johnson, McDonald’s, Nestlé, SMART, Unilab and Unilever have signed up. Unilab fields two teams for Brand Camp.
The three-day event features speakers that include: Peter Rodenbeck, DDB Asia Pacific regional director, Peter Sandor, Bates 141 Philippines CEO, and Nandy Villar, McCann Worldgroup Philippines managing director, as well as Hermie De Leon, Omnicom Media Group Philippines president and CEO.
While Rodenbeck tackles the topic of “Consumer Insights”, Sandor will discuss “How to Develop a Good Brief”. Villar will present “Do’s and Don’ts”, a sampling of good and bad briefs. De Leon will provide the competing teams important insights on “Media Landscape”. Brand Camp includes an overview hosted by Apple on the use of Keynote software, which is the required format of the Cannes Lions Young Marketers.
The event will be in Tagaytay at the Taal Vista Hotel from April 29 to May 1.
The ten teams will be required to come with a prepared brief. During the first two days of Brand Camp, the teams can tweak their prepared briefs, before presenting to two teams of judges that will review and critic the company briefs.
At the end of Day 2, the teams will be given one common case on which they will produce a creative brief. On Day 3, each team-tandem then presents to the top Jury, a separate group from the review judges. This select Jury will determine the winning team to compete in the Cannes Lions Young Marketers.
Early in the ball game, “PANA already has a jury line up composed of leading creative, accounts and media heads from 4As and the Media Specialists Association of the Philippines (MSAP),” reveals Torres.
“PANA is seeking partnerships in sending off the winning tandem to Cannes,” said Digna Santos, PANA executive director.
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